A novel approach enables an event-based framework for evaluating a media instance based on key events of the media instance. first, physiological responses are derived and aggregated from the physiological data of viewers of the media instance. The key events in the media instance can then be identified, wherein such key events drive and determine the viewers' responses to the media instance. Causal relationship between the viewers' responses to the key events and their surveyed feelings about the media instance can further be established to identify why and what might have caused the viewers to feel the way they do.
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9. A system, comprising:
an interface to obtain first physiological response data from a first subject exposed to media and second physiological response data from a second subject exposed to the media; and
a processor to:
aggregate the first physiological response data and the second physiological response data to form aggregated physiological response data;
correlate the aggregated physiological response data to the media;
process the aggregated physiological response data to identify a first transition representative of a change between a positive response and a negative response;
calculate a derivative of the aggregated physiological response data to identify a second transition representative of a change in rate of an increasing positive response, a decreasing positive response, an increasing negative response or a decreasing negative response;
parse the media into a plurality of events based on one or more of the first transition or the second transition;
identify a first one of the events as associated with an undesired physiological response; and
identify the first event as a candidate for modification based on the undesired response.
1. A method comprising:
obtaining first physiological response data from a first subject exposed to media and second physiological response data from a second subject exposed to the media;
aggregating the first physiological response data and the second physiological response data to form aggregated physiological response data;
correlating the aggregated physiological response data to the media;
processing, using a processor, the aggregated physiological response data to identify a first transition representative of a change between a positive response and a negative response;
calculating, using the processor, a derivative of the aggregated physiological response data to identify a second transition representative of a change in rate of an increasing positive response, a decreasing positive response, an increasing negative response or a decreasing negative response;
parsing the media into a plurality of events based on one or more of the first transition or the second transition;
identifying a first one of the events as associated with an undesired physiological response; and
identifying the first event as a candidate for modification based on the undesired response.
17. A tangible machine readable storage device or storage disc comprising instructions, which when executed, cause a machine to at least:
obtain first physiological response data from a first subject exposed to media and second physiological response data from a second subject exposed to the media;
aggregate the first physiological response data and the second physiological response data to form aggregated physiological response data;
correlate the aggregated physiological response data to the media;
process the aggregated physiological response data to identify a first transition representative of a change between a positive response and a negative response;
calculate a derivative of the aggregated physiological response data to identify a second transition representative of a change in rate of an increasing positive response, a decreasing positive response, an increasing negative response or a decreasing negative response;
parse the media into a plurality of events based on one or more of the first transition or the second transition;
identify a first one of the events as associated with an undesired physiological response; and
identify the first event as a candidate for modification based on the undesired response.
2. The method of
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6. The method of
obtaining survey data from the first and second subjects; and
running a multivariant regression analysis based on the first and second physiological response data and the survey data to determine which of the events drive the survey data.
7. The method of
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18. The storage device or storage disc of
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Advertisers, media producers, educators and other relevant parties have long desired to understand the responses their targets—customers, clients and pupils—have to their particular stimulus in order to tailor their information or media instances to better suit the needs of these targets and/or to increase the effectiveness of the media instance created. A key to making a high performing media instance is to make sure that every event in the media instance elicits the desired responses from the viewers, not responses very different from what the creator of the media instance expected. The media instance herein can be but is not limited to, a video, an advertisement clip, a movie, a computer application, a printed media (e.g., a magazine), a video game, a website, an online advertisement, a recorded video, a live performance, a debate, and other types of media instance from which a viewer can learn information or be emotionally impacted.
It is well established that physiological response is a valid measurement for viewers' changes in emotions and an effective media instance that connects with its audience/viewers is able to elicit the desired physiological responses from the viewers. Every media instance may have its key events/moments—moments which, if they do not evoke the intended physiological responses from the viewers, the effectiveness of the media instance may suffer significantly. For a non-limiting example, if an ad is intended to engage the viewers by making them laugh, but the viewers do not find a 2-second-long punch-line funny, such negative responses to this small piece of the ad may drive the overall reaction to the ad. Although survey questions such as “do you like this ad or not” have long been used to gather viewers' subjective reactions to a media instance, they are unable to provide more insight into why and what have caused the viewers reacted in the way they did.
An approach enables an event-based framework for evaluating a media instance based on key events of the media instance. First, physiological responses are derived and aggregated from the physiological data of viewers of the media instance. The key events in the media instance can then be identified, wherein such key events drive and determine the viewers' responses to the media instance. Causal relationship between the viewers' responses to the key events and their surveyed feelings about the media instance can further be established to identify why and what might have caused the viewers to feel the way they do.
Such an approach provides information that can be leveraged by a creator of the media instance to improve the media instance. For a non-limiting example, if a joke in an advertisement is found to drive purchase intent of the product advertised, but the advertisement's target demographic does not respond to the joke, the joke can be changed so that the advertisement achieves its goal: increasing product purchase intent in the target demographic.
This Summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description. This Summary is not intended to identify key features or essential features of the claimed subject matter, nor is it intended to be used to limit the scope of the claimed subject matter. These and other advantages of the present invention will become apparent to those skilled in the art upon a reading of the following descriptions and a study of the several figures of the drawings.
The invention is illustrated by way of example and not by way of limitation in the figures of the accompanying drawings in which like references indicate similar elements. It should be noted that references to “an” or “one” or “some” embodiment(s) in this disclosure are not necessarily to the same embodiment, and such references mean at least one. Although the subject matter is described in language specific to structural features and/or methodological acts, it is to be understood that the subject matter defined in the appended claims is not necessarily limited to the specific features or acts described above. Rather, the specific features and acts described above are disclosed as example forms of implementing the claims.
Although the diagrams depict components as functionally separate, such depiction is merely for illustrative purposes. It will be apparent to those skilled in the art that the components portrayed in this figure can be arbitrarily combined or divided into separate software, firmware and/or hardware components. Furthermore, it will also be apparent to those skilled in the art that such components, regardless of how they are combined or divided, can execute on the same computing device or multiple computing devices, and wherein the multiple computing devices can be connected by one or more networks.
Physiological data, which includes but is not limited to heart rate, brain waves, electroencephalogram (EEG) signals, blink rate, breathing, motion, muscle movement, galvanic skin response and any other response correlated with changes in emotion of a viewer of a media instance, can give a trace (e.g., a line drawn by a recording instrument) of the viewer's responses while he/she is watching the media instance. The physiological data can be measure by one or more physiological sensors, each of which can be but is not limited to, an electroencephalogram, an accelerometer, a blood oxygen sensor, a galvanometer, an electromygraph, skin temperature sensor, breathing sensor, and any other physiological sensor.
The physiological data in the human body of a viewer has been shown to correlate with the viewer's change in emotions. Thus, from the measured “low level” physiological data, “high level” (i.e., easier to understand, intuitive to look at) physiological responses from the viewers of the media instance can be created. An effective media instance that connects with its audience/viewers is able to elicit the desired emotional response. Here, the high level physiological responses include, but are not limited to, liking (valence)—positive/negative responses to events in the media instance, intent to purchase or recall, emotional engagement in the media instance, thinking—amount of thoughts and/or immersion in the experience of the media instance, adrenaline—anger, distraction, frustration, and other emotional experiences to events in the media instance. In addition, the physiological responses may also include responses to other types of sensory stimulations, such as taste and/or smell, if the subject matter is food or a scented product instead of a media instance.
The response module 102 is a software component which while in operation, first accepts and/or records physiological data from each of a plurality of viewers watching a media instance, then derives and aggregates physiological responses from the collected physiological data. Such derivation can be accomplished via a plurality of statistical measures, which include but are not limited to, average value, deviation from mean, 1st order derivative of the average value, 2nd order derivative of the average value, coherence, positive response, negative response, etc., using the physiological data of the viewers as inputs. Facial expression recognition, “knob” and other measures of emotion can also be used as inputs with comparable validity. Here, the physiological data may be either be retrieved from a storage device or measured via one or more physiological sensors, each of which can be but is not limited to, an electroencephalogram, an accelerometer, a blood oxygen sensor, a galvanometer, an electromygraph, and any other physiological sensor either in separate or integrated form. The derived physiological responses can then be aggregated over the plurality of viewers watching one or more media instances.
The event defining module 104 is a software component which while in operation, defines and marks occurrences and durations of a plurality of events happening in the media instance. The duration of each of event in the media instance can be constant, non-linear, or semi-linear in time. Such event definition may happen either before or after the physiological data of the plurality of viewers has been measured, where in the later case, the media instance can be defined into the plurality of events based on the physiological data measured from the plurality of viewers.
The key event module 106 is a software component which while in operation, identifies one or more key events in the media instance and reports the key events to an interested party of the media instance, wherein the key events drive and determine the viewers' physiological responses to the media instance. Key events in the media instance can be used to pinpoint whether and/or which part of the media instance need to be improved or changed, and which part of the media instance should be kept intact. For non-limiting examples, the key event module may identify which key event(s) in the media instance trigger the most positive or negative responses from the viewers, or alternatively, which key event(s) are polarizing events, e.g., they cause large discrepancies in the physiological responses from different demographic groups of viewers, such as between groups of men and women, when the groups are defined by demographic characteristics. In addition, the key event module is operable to establish a causal relationship between the viewers' responses to the events in the media instance and their surveyed feelings about the media instance so that creator of the media instance may gain insight into the reason why and what key events might have caused the viewers to feel the way they do.
The reaction database 108 stores pertinent data of the media instance the viewers are watching, wherein the pertinent data includes but is not limited to survey questions and results asked for each of the plurality of viewers before, during, and/or after their viewing of the media instance. In addition, the pertinent data may also include but is not limited to the following:
While the system 100 depicted in
Referring to
In some embodiments, the event defining module 104 is operable to define occurrence and duration of events in the media instance based on salient positions identified in the media instance. Once salient positions in the media instance are identified, the events corresponding to the salient positions can be extracted. For a non-limiting example, an event in a video game may be defined as a “battle tank” appearing in the player's screen and lasting as long as it remains on the screen. For another non-limiting example, an event in a movie may be defined as occurring every time a joke is made. While defining humor is difficult, punch line events that are unexpected, absurd, and comically exaggerated often qualify as joke events.
In some embodiments, the event defining module 104 is operable to define occurrence and duration of events in the media instance via at least the one or more of the following approaches. The events so identified by the event defining module 104 are then provided to the key event module 106 to test for “significance” as key events in the media instance as described below.
In some embodiments, the key event module 106 is operable to accept the events defined by the event defining module 104 and automatically spot statistically significant/important points in the aggregated physiological responses from the viewers relevant to identify the key moments/events in the media instance. More specifically, the key event module is operable to determine one or more of:
In some embodiments, the key events found can be used to improve the media instance. Here “improving the media instance” can be defined as, but is not limited to, changing the media instance so that it is more likely to achieve the goals of the interested party or creator of the media instance.
In some embodiments, the key event module 106 is further operable to establish a casual relationship between surveyed feelings about the media instance and the key events identified based on the physiological responses from the viewers. In other words, it establishes a correlation between the physiological responses from the viewers to key events in the media instance and a surveyed outcome, i.e., the viewers' reported feelings on a survey, and reports to the interested parties (e.g. creator of the event) which key events in the media instance actually caused the outcome. Here, the outcome can include but is not limited to, liking, effectiveness, purchase intent, post viewing product selection, etc. For a non-limiting example, if the viewers indicate on a survey that they did not like the media instance, something about the media instance might have caused them to feel this way. While the cause may be a reaction to the media instance in general, it can often be pinned down to a reaction to one or more key events in the media instance as discussed above. The established casual relationship explains why the viewers report on the survey their general feelings about the media instance the way they do without human input.
In some embodiments, the key event module 106 is operable to adopt multivariate regression analysis via a multivariate model that incorporates the physiological responses from the viewers as well as the surveyed feelings from the viewers to determine which events, on average, are key events in driving reported feelings (surveyed outcome) about the media instance. Here, the multivariate regression analysis examines the relationship among many factors (the independent variables) and a single, dependent variable, which variation is thought to be at least partially explained by the independent variables. For a non-limiting example, the amount of rain that falls on a given day varies, so there is variation in daily rainfall. Both the humidity in the air and the number of clouds in the sky on a given day can be hypothesized to explain this variation in daily rainfall. This hypothesis can be tested via multivariate regression, with daily rainfall as the dependent variable, and humidity and number of clouds as independent variables.
In some embodiments, the multivariate model may have each individual viewer's reactions to certain key events in the media instance as independent variables and their reported feeling about the media instance as the dependent variable. The coefficients from regressing the independent variables on the dependent variable would determine which key events are causing the reported feelings. Such a multivariate model could be adopted here to determine what set of key events most strongly affect reported feelings from the viewers about the media instance, such as a joke in an advertisement. One characterization of such event(s) is that the more positive (negative) the viewers respond to the event(s), the more likely the viewers were to express positive feelings about the media instance. For a non-limiting example, a multivariate regression can be run on multiples events (1, 2 . . . n) within an entire montage sequence of an advertisement to determine which events drive liking the most, using relationship between reported feelings about the ad and the emotional responses from the viewers to the events in the ad as input. The results of the multivariate regression runs shown in
In an automated process, this multivariate regression may be run stepwise, which essentially tries various combinations of independent variables, determining which combination has the strongest explanatory power. This is a step toward creating the causal relationship between the viewers' responses to the events and their surveyed feelings about the media instance. For a non-limiting example, if response to joke #2 is correlated with indicated intent to purchase when holding genders and responses to jokes #1 and #3 constant, a causal conclusion can be made that joke #2 triggers the viewers' intent to purchase.
In some embodiments, the key event module 106 identifies the key polarizing event(s) that cause statistically significant difference in the surveyed outcome from different demographic groups of viewers and provides insight into, for non-limiting examples, why women do not like the show or which issue actually divides people in a political debate. The key event module 106 may collect demographic data from overall population of the viewers and categorize them into groups to differentiate the responses for the subset, wherein the viewers can be grouped one or more of: race, gender, age, education, demographics, income, buying habits, intent to purchase, and intent to tell. Such grouping information can be included in the regressions to determine how different groups report different reactions to the media instance in the survey. Furthermore, grouping/event response interaction variables can be included to determine how different groups respond differently to the key events in the media instance. For key events that are polarizing, demographic information and/or interaction variables of the viewers can also be included to the multivariate model capture the combined effect of the demographic factor and the reaction to the polarizing key events.
For a non-limiting example, the viewers of an ad can be first asked a survey question, “How likely are you to tell someone about this particular commercial—meaning tell a friend about this ad you've just seen” as shown in
One embodiment may be implemented using a conventional general purpose or a specialized digital computer or microprocessor(s) programmed according to the teachings of the present disclosure, as will be apparent to those skilled in the computer art. Appropriate software coding can readily be prepared by skilled programmers based on the teachings of the present disclosure, as will be apparent to those skilled in the software art. The invention may also be implemented by the preparation of integrated circuits or by interconnecting an appropriate network of conventional component circuits, as will be readily apparent to those skilled in the art.
One embodiment includes a computer program product which is a machine readable medium (media) having instructions stored thereon/in which can be used to program one or more computing devices to perform any of the features presented herein. The machine readable medium can include, but is not limited to, one or more types of disks including floppy disks, optical discs, DVD, CD-ROMs, micro drive, and magneto-optical disks, ROMs, RAMs, EPROMs, EEPROMs, DRAMs, VRAMs, flash memory devices, magnetic or optical cards, nanosystems (including molecular memory ICs), or any type of media or device suitable for storing instructions and/or data. Stored on any one of the computer readable medium (media), the present invention includes software for controlling both the hardware of the general purpose/specialized computer or microprocessor, and for enabling the computer or microprocessor to interact with a human viewer or other mechanism utilizing the results of the present invention. Such software may include, but is not limited to, device drivers, operating systems, execution environments/containers, and applications.
The foregoing description of the preferred embodiments of the present invention has been provided for the purposes of illustration and description. It is not intended to be exhaustive or to limit the invention to the precise forms disclosed. Many modifications and variations will be apparent to the practitioner skilled in the art. Particularly, while the concept “module” is used in the embodiments of the systems and methods described above, it will be evident that such concept can be interchangeably used with equivalent concepts such as, class, method, type, interface, bean, component, object model, and other suitable concepts. Embodiments were chosen and described in order to best describe the principles of the invention and its practical application, thereby enabling others skilled in the art to understand the invention, the various embodiments and with various modifications that are suited to the particular use contemplated. It is intended that the scope of the invention be defined by the following claims and their equivalents.
Lee, Hans C., Fettiplace, Michael R., Weitzenfeld, Daniel
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